The direct response industry’s decades of success using analytics and attribution are its best-kept secret. As the advertising landscape moves further ahead into the digital era, and as Big Data has become the “norm,” the need for solid analytics and attribution are more important than ever before. On Thursday, October 8, join Jessica Hawthorne-Castro, CEO, Hawthorne Direct, as she discusses how today’s marketers—when armed with campaign performance measurement and assessment data points—can better coordinate their natural and paid search tactics with their TV campaigns in a way that ultimately boosts conversion rates.

During this one-hour session, entitled Big Data’s Secret Sauce, she will be joined by GoDaddy’s Eric Fischer and Rhonda Tate, RW Direct/Positec Tool Co.

ERA recently caught up with Jessica Hawthorne-Castro to learn more about this session, which will be presented during the upcoming ERA D2C Convention.

Hawthorne helps brands efficiently target their consumers, improve cost per acquisition, optimize the lifetime value of a brand's customers, and even drive consumer response to key retail outlets or corporate locations. The company has developed successful award-winning campaigns for countless Fortune 500 brands.

What is the biggest challenge that marketers face when it comes to analyzing big data?

JHC: The sheer number of touch points and potential metrics that exist in both the online and offline marketing environments is one of the biggest challenges that marketers face when it comes to analyzing big data. Few would argue the fact that there is an abundance of data to look at; it’s just knowing exactly which metrics warrant measurement, review, and the appropriate actions for the data set. That’s why it’s very important to have analytics tying together all points of consumer contact and metrics. The core of our data science approach allows for a 360-degree view and visualization of integrated data through numerous robust technologies.

How can marketers leverage it to enhance their marketing campaigns?

JHC: By using the right tools. For example, marketers should look for a tool that delivers high-level predictive intelligence for media planning, optimization, and estimation of KPIs. Some other tools to consider include:

A data science source and media planning process that optimize all client campaigns with qualitative and quantitative reporting and insights.

A tool that takes a statistical approach to Web attribution analytics and measures the response curve of TV airings, then extrapolates the hidden signal from the visible signal through a proven methodology.

A tool that determines retail response and lift at brick-and-mortar stores.

Why should people attend your session?

JHC: This will be an interactive discussion about how DR marketers know exactly what it takes to effectively dissect data right down to the geographic positioning of customers. DR marketers also know exactly what consumers are looking for digitally and how to target them (i.e., which keywords will pop into customers’ minds as they search online for products they saw on TV).

What are 3 important takeaways that attendees can expect from your session?

JHC: For starters, we will review how today’s marketers—when armed with campaign performance measurement and assessment data points—can better coordinate their natural and paid search tactics with their TV campaigns in a way that ultimately boosts conversion rates.

Next, we’ll look at how the advertising landscape moves further ahead into the digital era and Big Data has become the ‘norm,’ the need for solid analytics and attribution are more important than ever before. Attendees will leave this session understanding just why the need is becoming ever more critical.

Finally, this session will reaffirm for some and educate others on just how DR has always been about measurement, attribution, and using proprietary algorithms to make quick decisions.

What do you like most about the direct response industry and why?

JHC: Direct response is by far the best example of honesty in accountable advertising. As an advertising agency that specializes in analytics and technology-driven advertising, we are 100 percent accountable for every marketing dollar our clients invest in their campaigns and the precise results that came from that output. There is nothing more gratifying than to see the results from our strategic planning come to fruition.

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